INSIGHT: Recent research has proven that constant mental stimulation can delay the loss of memory when Alzheimer is in its early stage. At that level, Alzheimer sufferers are confronted with an unexpected future. To preserve their memory, they need solutions that helps them to be continuously connected to their memories.

IDEA: In real time and directly to their phones, the Backup Memory provides patients with reminders of the identity of the person entering their field of intimacy, via instant notifications. Patients can thus view their relationship status with that person, as well as memories, photos or videos related to them.

This is a non-medical therapy that regularly exposes the patient to his past and greatly improves his memory.

By using Tv and radio, medical media started to talk about Samsung as a responsible brand who turns its technology into a therapy.

In Tunisia, the number of alzheimer sufferers is up to 30,000 patients, adding an average around 4 family members per patient, the campaign could touch 150,000 persons how needs to use this therapy.

This App has to get Samsung users loyalty by showing the brand as responsibly active in social life.

32% of patients in local alzheimer associations, have started using the Backup Memory App.

9,621 patients are using actually the Backup Memory.

28,822 are connected to them as family members.

The campaign was planned in two phases;

We started the campaign with an online documentary film with a simple purpose:

- engage people around the project from medical field

In the second phase, we turn all people contribution to design the App in the perfect way.

Backup Memory is a product that regroups both, advertising ideas combined with science ideas.

As any international brand, Samsung has a corporate citizen program "helping people for a better life". As a mobile technology, Samsung is powerful tool for content creation. today all our memories are saved on those devices.

Recent research has proven that constant mental stimulation can delay the loss of memory when Alzheimer is in its early stage. At that level, Alzheimer sufferers are confronted with an unexpected future. To preserve their memory, they need solutions that helps them to be directly connected to their memories on everyday life.

« Helping people for a better life »

As a social corporate programme, Samsung is looking for idea that manage his PR corporate image. Our plane was to came with this idea as platform that engage people from different fields , scientist Geriatricians , associations.

The purpose is to make a collaborative project for designing this app.

Through a PR campaign, the project would engage people from all over the world.